Clearly defining your goals, both short-term and long-term, is crucial before delving into the campaign design process. Below, we highlight three common objectives within Ads Manager that demand your attention while creating your Instagram marketing endeavor:
Awareness:
Many businesses leverage social media to amplify brand awareness and reach a wider audience. When advertising on Instagram, you can opt for brand awareness and reach objectives to fulfill your awareness-driven aspirations. Despite sharing the same desired outcome – creating a buzz around your brand – they adopt distinct approaches:
The 'Reach' objective aims to connect with and influence the largest possible segment of your target audience. Brand awareness strategies center around promoting content and ads that appeal to individuals likely to take a genuine interest in your overall business, including the content you create and the products or services you offer.
Consideration:
Your aim isn't merely to have your social media followers casually scrolling through their feeds, briefly passing by your posts and ads. Instead, you aspire to captivate their attention and motivate them to delve deeper into your brand. This is where the consideration objective takes center stage.
The consideration objective revolves around spurring your followers into action – encouraging them to watch your videos and interact with your content. Some core consideration objectives include:
Traffic: Amplifying traffic to your business's webpage.
Video views: Channeling marketing efforts towards boosting views for video content.
Post engagement: Fostering engagement like likes or comments on your posts to engage with your audience.
Conversion: When the goal is to amplify sales and optimize your business's revenue, Instagram emerges as a potent social platform. Objectives under this category predominantly focus on transforming individuals already familiar with your business into potential clients.
Conversion campaigns encompass:
Website conversions: Driving conversions on your website from warm audiences – those familiar with your business to some extent. Conversions can involve requesting a quote, making a purchase, or registering for an event or webinar.
Catalog sales: For ecommerce enterprises, Facebook enables optimizing for sales from a product catalog.
Store visits: Businesses with multiple physical locations can leverage Instagram ads to drive foot traffic.
How to Target Your Audience with Instagram Advertising:
Instagram equips your business with the essential tools to reach your desired audience effectively. Amidst its vast user base, targeting success can be achieved through three primary types of audiences:
Saved Audiences:
Saved audiences encompass broad groups targeted based on demographics such as gender, location, age, and general interests. This information aids advertisers in creating content and ads aligned with the audience's preferences and behavior.
Custom Audiences:
Custom audiences are formed from email lists, individuals engaging with your account or viewing videos, those visiting your site, and more. These audiences typically stem from data linked to or provided by your business.
Lookalike Audiences:
Lookalike audiences encompass individuals resembling those in a custom audience. They share similar characteristics and interests, resembling your target audience in numerous ways. Hence, they're promising users to engage on Instagram.
